Unlock hidden moments to convert prospects into paying customers.
Imagine this:
You and your marketing team have just uploaded your most innovative product video on your socials.
Everyone’s excited, thinking of the public reactions — and the eventual sales — that’ll come streaming in.
But then a week goes by, and hardly any positive responses come in.
You wait a month longer, and still, there’s no visible lift in products sold.
What went wrong?
Scenarios like this are sadly, extremely common in the world of marketing.
We often put immense effort into making our next content our best one yet, only to be sorely disappointed at the lackluster responses that follow.
Worse still, it can even cause us to second-guess our creativity, which just leads to a downward spiral of marketing flop after flop.
Here’s the truth: contrary to popular belief, the content isn’t the main issue.
Where it’s seen— that’s the crucial missing link.
The Rule of 7
Let’s do a quick exercise: try and recall a recent ad that you’ve seen — the more details you can remember, the better.
There’s a good chance that it’s probably not the most creative ad you’ve come across in your life.
And yet, your memory of it is pretty vivid. What could be the reason behind that?
It’s the frequency — or more specifically, the number of times you’ve seen it.
Introducing the Rule of 7: advertising’s often overlooked principle.
It’s a classic marketing law that suggests that potential customers need to see a brand’s content or message at least seven times before they’ll take action, such as going to the brand’s website or making a purchase.
And the basis of it is rooted in sound logic: the more times a person sees something, the more familiar and trustful they get with it.
It’s what makes customers more likely to recall a brand and feel comfortable engaging with it.
Remember the scenario I gave at the very beginning?
What went wrong wasn’t the quality of content produced — but rather, the placements of the content were severely lacking.
Uploading organically on socials (a common move by amateur marketers) means that consumers may only get to see your content a few times — hardly great for recall.
In fact, a report conducted by Meta showed that consumers with multiple touchpoints have been proven to convert 2.5 times more than those with only a single touchpoint!
Okay then, do marketers just need to push their content in as many placements as possible?
That’s not a bad start — but you’ll want to do it in a more strategic manner to optimize your marketing funnel a little better.
Here are some of the most effective ways in which you can ensure that the Rule of 7 is fulfilled for your marketing:
Tip #1: Retargeting Is Your Cheat Code
Boosting ads is a great way to get your potential customers to see your ad seven times, but you know what’s even better?
Getting only the most interested ones to see your ads seven times.
Let me explain.
Retargeting is an advertising option that allows you to only show your ads to audiences that have indicated some kind of interest in your brand.
Actions such as liking your content, or visiting your website all count as showing interest — which the ad platform can pick up on and then label these people as high-interest leads.
What happens next is automation at its finest: the ad platform will then use your valuable marketing budget to only show your ads to these candidates.
It’s genius, right?
After all, you don’t need to convert everyone — just the ones that are most relevant to you.
The best part is retargeting options are available on all the mass media platforms such as Meta, so you can most likely start right away so long as you have a brand account linked to them.
Tip #2: Support With Third-Party Endorsements
I know: influencer engagements are far from a new thing, but they’re extremely pivotal to fulfilling the Rule of 7.
And the reason for this is simple: there’s a good chance that you won’t be able to capture all your target audience in your ads or organic content — there’s bound to be some that the algorithm misses.
In that case, influencers are a fantastic new touchpoint that can reach out to these potential consumers.
Moreover, influencers work great because they offer a third-party endorsement to your brand.
It works just like word-of-mouth, where you’re bound to trust a third-party voice more than the brand source itself.
Just remember to select the right influencer that shares your brand values (quality over quantity!), and never — I repeat never — oversell in such sponsored content.
And if you’re ever in doubt about what influencers to pick that’ll be a good fit for your ad, there are no shortage for AI-powered platforms like Sprout Social who can do that arduous task for you.
Tip #3: Repurpose Everything
So let’s assume that you have made that one killer hero video.
That’s one piece of amazing content you’ve got in your hands — but why stop there?
You can easily repurpose that video content into smaller content pieces such as infographics and statics — giving you even more valuable content, and hence more chances to interact with your audience!
Repurposing is king. It’s part and parcel of the efficient marketer’s playbook — where it’s all about getting the most out of every content.
And one more often overlooked benefit of repurposing is that it helps to reach audiences that may have missed your initial content posts.
Remember, it’s all about maximizing the number of chances your audience gets to see your content — so every strategic move, however small, counts in the big picture.
Conclusion
Creating seven opportunities for your customers to see your content — that’s the key to marketing efficiently.
And it doesn’t always have to be seven completely different touchpoints, you can diversify by having seven different timings to catch the content, seven different platforms, etc.
What are some of your most valuable marketing touchpoints?
